Dairy Free Foods
The connection between this product and the target's need is the idea that this dairy-free product tastes just as good as other products. The single most important thing is: You won't be able to tell that this product is dairy-free. In other words, it will taste the same as other products that have dairy in them.
The visuals and copy in these ads support the message, but the media placement is what ties this whole campaign together. While the ads are pretty basic, the strategic use of size and placement for the ads communicates the message of how hard it is to notice the fact that the product is dairy-free.
While creating an ad that is hard to notice is risky, clever ads like this are fun for consumers are have a much higher likelihood of being shared between consumers. Taking this strategic placement risk also allows what would normally be a boring product ad to break through the clutter and effectively communicate the message.